Your Business Probably Isn’t Worth What You Think It Is (And Here’s Why)

Most owners walk into a sale conversation with a number in their head that’s 30–100% higher than what the market will pay. It’s not because they’re greedy. It’s because they’re counting the same value twice.

This is the straight-shooter version of how buyers actually value Main Street and lower middle market businesses — and why the “extras” you’re mentally adding on top are almost always already in the price.

The one formula that runs most small business deals

For businesses with under roughly $5M in earnings, the math is brutally simple:

Adjusted EBITDA (or SDE) × a multiple = the price.

Multiples for Main Street and lower middle market deals typically land in the 3x to 5x range. Some go higher with size, growth, or recurring revenue. Many go lower. But that’s the playing field.

That’s it. There is no separate line item on a buyer’s offer sheet for “social media following,” “great lease,” “tenant improvements,” or “the proprietary system I built.” Those things are not zero — but they don’t get paid for the way you think they do.

Why your intangibles are already in the multiple

Here’s the part most owners miss. The reason you have $800K in earnings instead of $400K is because of those intangibles. The 50,000 Instagram followers drove the revenue. The below-market lease kept your occupancy cost low and your bottom line fat. The custom workflow let you run lean on payroll. All of that showed up in your earnings number.

When a buyer multiplies your earnings by 4x, they’re already paying for the engine that produced those earnings. Asking them to add a separate premium for the engine on top is asking to be paid twice for the same thing.

A simple example

Two businesses. Same industry. Both did $2M in revenue and $400K in adjusted EBITDA last year.

Business A has 50K Instagram followers, a custom-built operations platform, and a lease that’s $4K/month below market.
Business B has none of that. Plain Jane. Same numbers anyway.

Both sell at a 3.5x multiple for roughly $1.4M.

The owner of Business A is furious. “What about my following? My platform? My lease?”

The answer: those are the reason Business A even got to $400K in earnings. If you stripped them out, the earnings would have been $250K, and the business would have sold for $875K. The intangibles were worth $525K — you just collected that value through the earnings line, not as a separate bonus.

The narrow exceptions

To be fair, there are situations where extras do get priced separately:

Real estate owned by the business (valued on its own, on top of the business).
Excess inventory or working capital above what’s needed to run the business.
A strategic buyer who can plug your customer list, brand, or tech into their own platform and generate revenue you couldn’t. They sometimes pay a premium — but that’s the exception, not the rule, and you can’t plan a sale around finding one.
Hard, transferable IP with documented standalone revenue (patents licensed to third parties, for example).

Notice what’s not on that list: social media followings, a good lease, tenant improvements you paid for, your “process,” or your reputation.

What actually moves your multiple up

If you want a higher number, focus on the things buyers actually pay premiums for:

Clean, third-party-prepared financials. Reviewed or audited statements move multiples more than any Instagram account ever will.
Owner independence. If the business can’t run for two weeks without you, your multiple gets crushed. If it can, it climbs.
Customer concentration under 20%. No single customer should be able to sink the business by leaving.
Recurring or contracted revenue. A book of recurring revenue is worth meaningfully more per dollar than transactional revenue.
Real growth, documented. Two to three years of growing revenue and earnings, not a hockey stick projection.

Those are the levers. Everything else is already in the price.

Get a real number before you start negotiating with yourself

The worst position to sell from is one where your asking price is built on what you hope the business is worth. Buyers smell it immediately, and serious ones walk.

If you want a straight-shooter valuation based on what your business will actually sell for in today’s market — not what a feel-good calculator says — get a free business valuation from Business Exits here. We’ll tell you the real number, even if it’s not the one you want to hear.